How a shifting ecosystem is driving innovative insurance for OEMs and mobility platforms
In a nutshell
- The automotive industry is undergoing rapid transformation as cars turn into tech platforms.
- As electric vehicles (EVs) continue to penetrate the market and consumers switch from car ownership to mobility-as-a-service, customers increasingly expect hyperconnected brand experiences.
- OEMs and mobility platforms are starting to invest in alternative revenue sources, including embedded insurance. But new types of vehicles, brands and usage patterns call for more innovative and digital insurance solutions.
- Adopting an orchestration approach can enable OEMs and fleets to provide the right insurance at the right time, along with a seamless, Pan-European customer experience – driving down the overall cost of car ownership for their customers.
The shift from car ownership to mobility-as-a-service, along with the increased adoption of electric vehicles (EVs), is drastically altering the automotive and mobility ecosystem.
While this transformation is years in the making, we’re just now starting to feel its concrete impact on everything from tech to consumer demand – and what that could mean for your business model.
The rise of C.A.S.E vehicles calls for hyperconnected brand experiences
The automotive industry is undergoing rapid transformation with the rise of Connected, Autonomous, Shared/Subscription and Electric (C.A.S.E.) vehicles. We’re starting to see the tangible impact of this shift with real business implications as new regulations, technologies and consumer preferences transform the auto industry’s products and business models: cars are turning into tech platforms.
Despite predictions that vehicle sales will increase modestly over the next decade, consumers are expected to switch from car ownership to mobility-as-a-service, pushing both OEMs and fleets to invest in new technologies and services to diversify their offers and grow revenue.
The electric vehicle (EV) market in particular – which is at a tipping point – not only exemplifies how cars are becoming tech platforms, but is also setting a new standard for hyperconnected, seamless brand experiences.
This ongoing shift from internal combustion engine (ICE) to EVs is also creating space for new OEM entrants which, not bogged down by legacy infrastructure, can more easily offer fully digital, harmonised customer experiences.
Since EVs require new technology and knowledge, they’ve evened the playing field; traditional OEMs are now being challenged on their core competitive advantage. The rapidly increasing uptake of electric vehicles is transforming the entire automotive and mobility ecosystem by promoting even greater innovation.
EV users need flexible, personalised insurance
EVs might be becoming more popular, but they’re also more expensive than fuel-based cars.
One way to afford the higher cost of ownership is by leasing or renting an EV through a mobility-as-a-service brand.
Brands can also reduce the overall cost of ownership for customers by making sure they can access the right insurance for their new vehicle – EV or not – at the right price.
Now more than ever, insurance is a strong lever for fleets and manufacturers to boost customer acquisition, activate customer engagement and build stronger relationships with customers.
But it’s been extremely challenging for automotive players to build digital and global insurance programs – especially when there are new types of vehicles, brands and usage patterns that call for more flexibility – that they can offer at a reasonable cost.
OEMs are uniquely positioned to offer their own insurance due to their unique understanding of their vehicles and their tech, safety and repair costs.
They can drive down cost of ownership through innovative usage-based insurance (UBI) products, where data is collected from a customer’s car to reward them with lower rates for good driving behaviours, ultimately contributing to increased safety on the road and reducing the frequency and severity of claims.
Another way that OEM insurance programs can reduce total cost of ownership is by increasing the overall price competitiveness of insurance offers on the market. When an OEM launches their own insurance program at a competitive rate, it encourages other car insurance companies to offer better rates for those brands – ultimately benefiting the end customer.
Data collected through these programs can also provide a feedback loop on the repair costs of their vehicles, allowing OEMs to continuously improve their product design.
In the case of fleet businesses, where insurance might be mandatory, standing out from the competition means offering new types of services. One of these can be flexible insurance that enables new kinds of usage at a reasonable cost.
After all, customers are looking for cover that corresponds to their unique situation. If they’ve opted for a service that allows them to use a car when and where they want it, they expect their insurance to work the same way.
How embedded insurance orchestration can help OEMs and mobility platforms
New EV players have the opportunity to create fully digital insurance programs from scratch that are harmonised across geographical locations.
Historically though, incumbents have heavily invested in building their own program and covering part of or the entire insurance value chain.
Not only do multi-local programs require a high level of maintenance from OEM teams, but many of those that have put time and effort into building their own insurance infrastructures and/or captives are now faced with the challenge of making their insurance programs digital, and therefore global.
One way to do this more easily – and at scale – is by adopting an orchestration approach, i.e. overlaying current infrastructure with a digital insurance layer.
Embedded insurance orchestration allows auto businesses to pick and choose the elements they want – whether they’re building an insurance program from the ground up or looking to modernise their current one.
OEMs: Provide insurance at the right time to drive conversion
A crucial part of any digital insurance flow is making sure it’s offered at the right time: at the point of transaction.
Thanks to the modular infrastructure of an embedded insurance orchestration provider, players can integrate insurance at any point in the user journey without the need for a lengthy migration process and high levels of attention from their teams.
OEMs can build their own affinity programs and strategically integrate them into their various channels and touchpoints, such as retail locations, online transactions through apps and e-commerce checkouts.
- Enabled by insurance APIs, OEMs can offer insurance to customers directly through their online or in-app sales flow as well as allow users to manage their policies and submit claims.
- For a less tech-heavy approach, OEMs can also offer insurance by referral: they redirect customers to a landing page outside of their app or website where customers can purchase insurance. One good example of this is EV manufacturer NIO.
Platforms: Choose how you manage your fleet insurance
Managing fleet insurance manually can be a stressful and time-consuming process, which can lead to increased operational costs.
For digital-first new mobility platforms, achieving success and profitability requires a seamless and intuitive digital user experience together with a well-developed automated infrastructure that supports operations.
At Qover, our technology enables fleets to manage their insurance program in two different ways:
- Automated: Provides complete API integration with our policy and claims API, delivering a seamless and automated policy management experience.
- Manual: Provides access to an online portal where you can enter and edit vehicle information and policies at your own pace, including access to all insurance documents.
OEMs and platforms: Create a seamless customer experience across borders
With an embedded insurance orchestration provider, OEMs and new mobility platforms can move away from fragmented, multi-local insurance programs and offer a single digital customer experience all over Europe.
Despite the challenges, we at Qover have successfully established a ‘freedom-of-service’ structure with risk carriers and TPAs that has been approved by regulators in all European countries where we operate.
This approach enables OEMs and new mobility platforms to offer homogeneous insurance programs and experiences across multiple European countries, while making sure that the insurance packages you offer are adapted to a customer’s unique location (and their country-specific insurance rules).
It's also highly scalable, meaning we can extend existing programs to new countries in just a matter of weeks.
The key to success in today’s auto market
Finding the right partner is crucial to success in the automotive industry, especially with the rising number of entrants in the market.
At Qover, our embedded insurance orchestration platform helps our partners – like NIO, Volta Trucks, NIU, Stiilt, JustRent and more – offer simple yet personalised insurance products that best fits their customers’ needs, including motor insurance policies, individual or fleet policies, extended warranty cover and more.
With Qover's modular technology, you can pick and choose which insurance components work for you, from a user portal to the claims process – enabling you to create or overlay an existing insurance program that works for you.
By making sure that insurance is available for OEM or fleet customers at the right price at the right time, you help reduce the total cost of car ownership for your customers.
Get in touch to see what we can do for your business – no matter the mobility segment – and how Qover can ensure your success.